The Washington Post:

Jobs himself didn’t often weigh in on political issues, and rarely had Apple do so as a company. Cook has stepped up Apple’s philanthropic efforts (he’s also said he’s going to give a majority of his wealth to charity after his death, but hasn’t said to which charities.) But, generally speaking, Cook hasn’t deviated much from the Jobs playbook — and has received harsh criticism when he has.

That makes the timing of this op-ed all the more interesting.

While I agree to a certain extent with the premise of the article, I don’t think there’s anything to be read into the timing. The writer conflates this issue with the release of the Apple Watch:

To be willing to stir the pot even a little bit and risk distracting from that focus shows that this means a lot to Cook and that he’s fairly confident that Apple, the world’s most valuable company, can weather whatever controversy his view might throw its way.

I can be fairly certain in saying Cook isn’t worried about weathering a storm. He’s doing what he feels is right for Apple and damn the consequences. If you don’t want to buy Apple products because Tim Cook is standing up for what he believes in, he has no problem with that.